Determinants of Retailers' Cross-channel Integration: An Innovation Diffusion Perspective on Omni-channel Retailing. Issue 1 (November 2018)

• Record Type: Journal Article
• Authors: Cao, Lanlan; Li, Li
• Is Part Of: Journal of interactive marketing. Volume 44:Issue 1(2018)
• Page Start: 1
• Page End: 16
• Publication Date: 2018-11
• Subjects: Multi-channel retailing -- Cross-channel integration -- Channel decision-making -- Innovation diffusion -- Retail innovation; Direct marketing -- Periodicals; Internet marketing -- Periodicals; 658.87
• DOI: 10.1016/j.intmar.2018.04.003
• Languages: English
• ISSNs: 1094-9968

Abstract

The decision on whether and to what extent they should implement cross-channel integration is a crucial and complex task for multi-channel retailers. Although prior studies have sought to identify key determinants of this decision, most are descriptive or draw on divergent theoretical perspectives. The authors provide a cohesive theoretical model from the perspective of innovation diffusion, including not only technology-related but also organizational and environmental factors. The empirical findings based on the observations in the U.S. retail sector indicate that retailers' information-technology capabilities and private-label provision drive their cross-channel integration. Moderate diversity facilitates cross-channel integration more than does high or low diversity. Firms' financial resources seem to be less important or unimportant at a low level of industry concentration, but may influence retailers' cross-channel integration at a high level of industry concentration.